Lightrays - May June 2016

IN THIS ISSUE

2 Technology/Government Affairs

4 Association News

6 2016 ALA Annual Conference

8 Lightovation

10 Member News

14 Education/Training

The American Lighting Association
is a trade association representing
the lighting and ceiling fan
industries, serving members and
their customers, and working to
protect and advance the industries,
while promoting the sale and
application of quality lighting and
ceiling fan products.

May/June 2016 • Volume 46, No. 3 americanlightingassoc.com

ALA Announces Promotions in
Two Key Positions

ALA recently announced the promotion of two long-time staff members, Larry Lauck and Beth Bentley, CMP, LA. Lauck was promoted to the position of executive vice president and Bentley will serve as vice president of conferences.

“It is with great pride we announce the new titles and promotions of Larry and Beth,” said Eric Jacobson, ALA president and CEO. “Both are highly deserving and have been loyal to ALA and the industry for more than 20 years.”

Larry Lauck

Lauck joined the ALA team in 1996 as vice president, communications.

Prior to that, he
spent 13 years
working for
HBO. He also
brought with
him previous
organizational experience from his work
with the Society of Petroleum Engineers
before joining HBO. Lauck graduated
from the University of Texas at Austin
with a bachelor’s degree in journalism,

Conference Speakers Offer New Insight into the Industry

The ALA Conference Committee has once again developed an impressive lineup of speakers for the Annual Conference, Sept. 25-27, in Puerto Rico. From lighting designers to business owners to media specialists, this year’s group of speakers features an array of talented individuals.

Recently, a few of the upcoming speakers provided some in-depth insight into how their seminar topics will put the focus on improving members’ bottom lines.

The Customer Experience –
Accelerating Business Growth
Through Remarkable Experiences

Ryan Estis is the chief experience officer at Ryan Estis & Associates. Estis travels all over the world, getting an inside look at what the world’s best companies do differently. He then shares that insight with leaders to help them initiate change, improve performance and deliver growth.

His original research inspires audiences through powerful, relevant stories that resonate long after the event ends.

During his keynote presentation, titled “The Customer Experience – Accelerating Business Growth Through Remarkable Expeirences,” Estis will explore today’s customers and the specific sales strategy they require. According to Estis, the key is understanding the importance and number of consumer touch points that one company can offer for an entirely unique and dedicated customer experience.

At conference, Estis will share case studies that highlight how attendees can affect their bottom lines with a focus on category expertise and consultative selling. “Just as the lighting industry is transforming to new technology with LEDs, so should your approach to leadership and the customer experience begin its evolution,” says Estis.

Following his main presentation,
Estis will follow up with a seminar
entitled “Next Level
Leadership,” in which
he will challenge con-
ventional leadership
practices and explore
progressive techniques
and technology that
pace with the evolving
business world.

What’s Up (and Coming) With
Social Media

Crystal Vilkaitis is the owner of Crystal Media, where she is known as the go-to source for social media marketing in the retail industry. Vilkaitis has spoken to thousands of retailers on making the most of their social presence, email marketing and mobile marketing tactics.

Vilkaitis has been in the social media industry for nearly a decade, and has presented her educational seminars across the globe.

During her featured presentation at conference, titled “What’s Up (and Coming)

With Social Media?” Vilkaitis will review the latest updates and releases in social media.

She will also provide a detailed review of what conference attendees can expect when it comes to marketing their businesses in the future of social media.

ALA to Conduct
Consumer Research
Study on Lighting
Buying Habits

The ALA BiNational Advertising and PR Program recently announced plans to partner with Home Accents Today to conduct exclusive consumer research exploring lighting shopping behaviors and the path to lighting purchases, the results of which will be announced during the 2016 ALA Annual Conference.

Last year, Houzz released a study on consumer remodeling habits in which

75 percent of respondents indicated they planned to remodel their homes within the next six months. Those surveyed were then asked to indicate the home products they planned to purchase within that timeframe and lighting came in at the number-three most popular home improvement item.

This increased interest in lighting and home renovation sparked a desire among ALA and its members to learn more about consumers’ buying habits and the path they take towards purchasing lighting products. Accordingly, ALA reached out to various research bodies for assistance in conducting this comprehensive research. Home Accents Today’s shared interest in helping the lighting industry made it the perfect partner in this research study.

“In today’s ever-changing economic climate, it is vital for companies to have a better understanding of how consumers think about lighting and how they shop for and purchase lighting products,” said Dana French, director of research at Home Accents Today. “We appreciate our partnership with ALA to conduct and present this exclusive shopping behavior data.”